tonies® — Vibz

SENIOR ART DIRECTOR

Christmas 2023 creative

We developed a campaign that addressed both the business challenges and customer pain points by positioning the Toniebox as a joyful, educational, and screen-free gift that delivers lasting value. Understanding parents’ desire for maximum joy with minimal effort, I highlighted how the Toniebox fuels imagination, supports speech development, and provides endless entertainment. With the cost of living crisis in mind, we focused on demonstrating the Toniebox’s long-term worth, aiming to change perceptions of it as an expensive gift by showcasing its ability to enrich children's lives well beyond the holidays. This campaign connected emotionally with both prospective and existing customers, emphasizing the Toniebox as the perfect Christmas gift that fosters joy and growth.

Today with Tonies Podcast Tonie launch

I tackled the business challenge of improving customer retention for the UK market by addressing the pain points of our target audience. I identified that older children, who tend to outgrow content quickly, were leading to lower retention rates and less frequent repeat listens. Parents were also looking for screen-free, enriching entertainment for their kids in the chaotic morning routine. I recognized a significant opportunity to embed the new "Today with Tonies" podcast into families' morning habits, filling the "limbo time" between waking up and leaving for school. By positioning the podcast as a fun, educational, and independent listening experience—superior to TV or other podcasts—I created a strategy that emphasized the value of daily, easily accessible content that benefits both parents and kids. All the while, I led the execution of the launch campaign in record time, successfully meeting the tight deadline. This strategy aims to change behavior, embedding the podcast into the family’s morning routine, ultimately driving retention, daily usage, and increased purchases of Tonies.

Toniebox - Showcasing it’s value

For our H2 objectives during peak market season, we set out to address a key challenge: convincing prospective customers that the Toniebox was worth the investment. Research revealed doubts about its value, so I partnered with the marketing team to refine a brief highlighting its versatility, durability, and wide age appeal.

I developed key visual concepts and a video narrative, conducting rapid marketing tests to identify the winning approach before production. Working in-house, I commissioned photographers and a production team to create high-quality assets and localized the content for the French market.

The result? Compelling creative that demonstrated the Toniebox’s value and resonated with our audience.

tonies® 2022 brand repositioning and H2 campaign

I provided Creative Direction for the brand repositioning for tonies® and production of the TVC to launch in August 2022. The TV advert came 5th in UK public’s most-liked TV ads that month. Make the Toniebox famous for captivating kids with their favourite songs and stories (in moments when parents might normally struggle).